Your brand uses Facebook, Twitter, and Instagram, but what about Snapchat? It seems like once we master one social media platform, there's another one waiting to be downloaded. But Snapchat, which has been around since 2011, is gaining value as it is increasingly being used by Millennials. Sports brands should take notice of this, and many have indeed begun to include Snapchat as part of their social media marketing strategy.

The sports marketing world is fraught with numerous examples of "fire, fire, fire" implementation strategies, in contrast to the more recommended "ready, aim, fire" approach. Nowhere do we see this more acutely than in the pervasive topic of retooling the fan environment at sporting venues. It seems that nearly everyone is making significant investments in upgrades, improving broadband infrastructure to enable more consistent wi-fi capability and in developing interactive, social spaces that seek to enhance the fan experience, drive greater customer value and ultimately create a more differentiated live environment that compels greater attendance.

The conventional thinking in sports business is that there are two main classes of sponsorship. The first class, endemic sponsorship, traditionally refers to the core group of brands on which a sport relies. These are the brands directly invested in the success of the sport - manufacturers of hard goods, mostly - Adidas, Honda, Birdhouse Skateboards, etc. You know them well.